Pick of the Day: Diesel Dresses Up Sheep to 'Say No to Uncool Wool'

Brand Pokes Fun at Itself in a Humorous Holiday Campaign by Publicis Italy

By Alexandra Jardine.Published on Nov 08, 2017

Editor's Pick

Diesel urges people to "say no to uncool wool" in a humorous winter fashion campaign that features a leather-jacket wearing sheep.

The launch spot by Publicis Italy imagines how the campaign came about, with Diesel's artistic director Nicola Formichetti declaring that uncool holiday sweaters are "not our style," while an employee wearing one hides in the background. Formichetti comes up with his "brilliant" idea to use sheep on a website KnowWhatsMissing.com, and the campaign takes a more interesting turn. In poking fun at both itself, and the pretentiousness of fashion brands, Diesel continues to cultivate its quirky image once again, as has been apparent in the recent Publicis work.

As part of the campaign, sheep mannequins dressed in Diesel clothes will appear in Diesel stores all around the globe while a further series of videos will convey the message on social media.